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Proposal for Publishing a paper for Marketing Science Paper To: Manish Sharma, Chief Designer, Samsung Electronics

India From: Abhishek Mishra, PhD Scholar, IIM Lucknow Date: 25/04/2012 Proposed Paper Topic: Examining design perception and expectation of consumer durables in Indian Context: An Empirical Investigation Study and Paper Objective: The broad objective of the study is to understand how design factors of a consumer durable leads to brand loyalty with other constructs playing a role in the model. With the Design aspects of the product relevant to modern consumer to be derived from literature as well as in-house secondary sources, this study aims to provide breakthrough understanding of how design aspects play a role when it comes to all the three primary stages of consumer product interaction during the purchase, during usage and repurchase intention. A coherent set of design features shining out for all the three stages should go a long way in providing deep insights about the focus areas for manufacturers to enhance consumer satisfaction and repeat business through the duct of design aspects. The study proposes to use the existing questionnaire from the last Design Index Study with certain modifications (based on literature review to fine tune the design variables as well as usage of validated scales). The proposed interim questionnaire is appended below with only relevant questions from the past study needed for this study and proposed paper. This questionnaire needs to be modified as there are some items which need to be added from literature survey. We would thus need a go ahead from Samsung to help us coordinate this study not only to gain rich insights mentioned above but also publish a paper in the upcoming Marketing Science conference with due reference given to Samsung.

Consumer Electronics Product Design Index Development Questionnaire


A] Recruitment Screener
A2. Which of the following products do you currently own? (Checkbox, Individual Product wise dropdowns, Keep them inactive till the top of mind fields are filled and any checkbox is clicked on ownership) A2_a Currently A2_b Brand List A2_c Likely to Own (Checkbox) (Dropdown) buy in Next 6 months (Checkbox) SBD: NO NEED Mobile Handsets & accessories Digital Cameras Air Conditioners Refrigerators Washing Machines Microwave Ovens TV (LED/LCD/Flat Screen) Home Theater (DVD players & speakers set) None of the above A3 (Checkbox, Sub-category list is as per sample plan provided by client, Final Model No. list/images is getting prepared in consultation with client) A3_1 Which all did you buy in last one year? (Checkbox) Mobile Handsets & accessories A3_2 Why did you buy? (Dropdown) A3_3 Type you bought most recently (Type/Sub category, Dropdown) Up to Rs. 2,000 Rs. 2,000 to Rs. 6,000 Rs. 6,000 to Rs. 10,000 Above Rs. 10,000 Single Door (DC) Double Door (Frost Free) Semi Automatic Twin Tub Fully Automatic Top Loading Fully Automatic Front Loading Flat Screen (CRT) TV Up to 32" LCD Above 32" LCD LED

Bought it first time Wanted to replace the old one Wanted to gift someone Needed more than one at home

Refrigerators Washing Machines

TV (LED/LCD/Flat Screen)

A4. City of residence (Standard Indian State/UTs District City Dynamic Dropdown) A5. Age (Dropdown 1 to 99yrs) A6. Gender (Dropdown) Male Female

A7. Marital Status (Dropdown) Single/Unmarried Married with Children Married without Children Divorced/Widowed with Children Divorced/Widowed without Children A8. What is your highest level of education? (Dropdown) Up to SSC/HSC College but not Graduate Polytechnic/Diploma/Certificate courses Graduate general Graduate professional PG & above general PG & above professional A9. Which of the following best describes your current occupation? (Dropdown) Junior level salaried employee Businessmen (6 to 50 employee) Middle level salaried employee Businessmen (More than 50 employee) Senior level salaried employee Unemployed but not student Self Employed Professionals Student Shop owner/ Traders Housewife Businessmen (Up to 5 employee) Others (Please Specify) [In market research the person who contributes the most towards monthly household expenses is the one we call the Chief Wage Earner of the household.] A10. Are you the chief wage earner of your household? (Dropdown) Yes No If says Yes (we already have Education & occupation in A8 & A9 to calculate SEC of the Household) If says No, in A10 then open A8_1 & A9_1 (Not the CWE) A8_1. What is the highest level of education for the chief wage earner of your household? (Dropdown) Illiterate Polytechnic/Diploma/Certificate courses School (Up to 4 years) Graduate general School (5 to 9 years) Graduate professional SSC/HSC but not college PG & above general College but not Graduate PG & above professional A9_1. Which of the following best describes the your household? (Dropdown) Unskilled worker Skilled worker Petty Trader Shop owners/Farmers/Trader Businessman/Industrialist having no employee Businessman/Industrialist with 1-5 employees Businessman/Industrialist with 6-10 employee Businessman/Industrialist with 10-50 employee Terminate if other than SEC A & B current occupation of the chief wage earner of Businessman/Industrialist with 50+ employee Self-employed professionals Clerical/Salesman (Salaried) Supervisory level (Salaried) Junior Level officers/Executives (Salaried) Middle Level officers/Executives (Salaried) Senior Level officers/Executives (Salaried)

A11. What is your monthly household income (all members income together)? (Dropdown)

Up to Rs.3,000 Rs.3,000 to Rs.6,250 Rs.6,250 to Rs.9,000 Rs.9,000 to Rs.12,500 Rs.12,500 to Rs.18,000 Rs.18,000 to Rs.25,000 Rs.25,000 to Rs.40,000 Rs.40,000 to Rs.60,000

Rs.60,000 to Rs.80,000 Rs.80,000 to Rs.1,00,000 Rs.1,00,000 to Rs. 2,00,000 Rs.2,00,000 to Rs. 3,00,000 Rs.3,00,000 to Rs. 5,00,000 More than Rs. 5,00,000 Dont Know/Cant Say

MM: A12 can be optional depending on final length of the questionnaire A12. The following statements refer to things and life in general; please select how well they explain you as a person? (Randomize the statements, individual rating scale dropdown) SBD: NEED IT AS WE WANT DO PSYCHOGRAPHIC SEMENTATION I am fond of sports I often use computers for several purposes I am always loyal to my friends I am Compatible with opposite Gender I follow latest trends and fashions I like to be in parties and crowds I am Interested in politics I strongly believe in religion I am Interested in movies I enjoy taking my own decision I am Fond of challenges I like going to shopping malls I like to Spend my leisure time mostly outside I always try new and different brands I am Interested in internet surfing My family is most important to me I am Interested in music I am Interested in latest technology I enjoy taking risk in my life I Like home cooked food Strongly disagree Somewhat disagree Neither agree nor disagree Somewhat agree Strongly agree

B] Product purchase experience [WHEN PURCHASED]


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B3. What made you decide to purchase? (Please choose top two) (2 Dropdowns) Biggest Reason 2nd Reason I liked its appearance I liked its appearance It looked convenient to use It looked convenient to use I trust the brand I trust the brand It was reasonably priced It was reasonably priced Excellent feature/functions Excellent feature/functions It offered a good warranty It offered a good warranty It has latest/best technology It has latest/best technology Family/Relatives/Friends recommended it the most Family/Relatives/Friends recommended it the most It had good reviews on the internet. It had good reviews on the internet. Others (Please Specify) Others (Please Specify)

B10. While choosing <Brand Sub Category Category> what were the three most important aspects you considered? (Please choose three in order of their importance)
(Dropdown, Randomize Options) Most Important
Common

2nd Important
Common

3rd Important
Common

Color Graphics/Patterns Shape/Style/Form/Looks Easy to use (controls/ buttons/ functions/menu) Icon Used Finish (ex. Glossy/Matte/Metallic)
For Mobile only

Color Graphics/Patterns Shape/Style/Form/Looks Easy to use (controls/ buttons/ functions/menu) Icon Used Finish (ex. Glossy/Matte/Metallic)
For Mobile only

Color Graphics/Patterns Shape/Style/Form/Looks Easy to use (controls/ buttons/ functions/menu) Icon Used Finish (ex. Glossy/Matte/Metallic)
For Mobile only

Matches with my personality


For TV/Washing Machine/Refrigerator only

Matches with my personality


For TV/Washing Machine/Refrigerator only

Matches with my personality


For TV/Washing Machine/Refrigerator only

Matches with wall colour/ fixtures/ furnishing items in the room Matches with other products at home
For TV/Mobile only

Matches with wall colour/ fixtures/ furnishing items in the room Matches with other products at home
For TV/Mobile only

Matches with wall colour/ fixtures/ furnishing items in the room Matches with other products at home
For TV/Mobile only

Surface Material Used Screen Size


For Washing Machine/Refrigerator only

Surface Material Used Screen Size


For Washing Machine/Refrigerator only

Surface Material Used Screen Size


For Washing Machine/Refrigerator only

Size/Capacity Interior Material Used

Size/Capacity Interior Material Used

Size/Capacity Interior Material Used

Exterior Material Used

Exterior Material Used

Exterior Material Used

B11. Please rate how important were the following aspects at the time buying the <Brand Sub Category Category>? (Individual row wise Dropdowns)
Most Important
Common

Satisfaction

Attractive Color Attractive Graphics/Patterns Attractive Shape /Form/Looks Ease of usage of product (controls/ buttons/ functions/menu)

Very Important Somewhat Important Neither Important Nor Unimportant Somewhat Unimportant Completely Unimportant

Unique style and distinctive design


Icon Used (DELETE)

Elements of appearance (like body/button/ display/color/material) matching with each other Flawless and sophisticated finish
Price
For Mobile only

Matches with my personality

Battery back up (for mobile only) Keypad quality (for mobile only) Capability to access social networking sites on mobile
Matches with other products at home
For TV/Mobile only

Surface Material Used Screen Size

Display Quality Sound Quality Type of control/buttons (Hard/Soft/Touch Sensitive)


For WM/Ref only

Size/Capacity Interior Material Used Exterior Material Used

Energy efficiency (WM and Ref)


For WM only

Depth of tub
For Ref only

Cooling Effect
For TV only

Slim TV

B12. Which are the three most important aspects of <Brand Sub Category Category> that would make you recommend others to buy it? (Please choose three in order of their importance) (Dropdown, Randomize Options)
Most Important
Same as B11

2nd Important

3rd Important

C] Current product evaluation [AT USE]


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About the appearance of the <Brand Sub Category Category> you have been using

C1. Based on your usage of the <Brand Sub Category Category> during last one year how satisfied are you: (Dropdown) With overall attractive product appearance? Very Satisfied Somewhat Satisfied Neither Satisfied Nor Dissatisfied Somewhat Dissatisfied Very Dissatisfied

C1_1. Based on your usage of the <Brand Sub Category Category>, please rate your level of satisfaction with the following appearance aspects: (5 Individual row wise Dropdowns,
Rotate Row Labels)

Attractive shape (form) Attractive color Attractive graphics/patterns Flawless and sophisticated finishing touch Elements of appearance (like body/button/

Very Satisfied Somewhat Satisfied Neither Satisfied Nor Dissatisfied Somewhat Dissatisfied Very Dissatisfied

display/color/material) matching with each other C2. Which of the following descriptions on appearance is most satisfactory? (Dropdown) Attractive shape (form) Attractive color Attractive graphics/patterns Flawless and sophisticated finishing touch Attributes of appearance (like body/button/display/color/material) matches with each other
SBD: DELETE About the ease of using of the <Brand Sub Category Category>

C4. Based on your usage of the <Brand Sub Category Category> during last one year at an overall level how satisfied are you: (Dropdown) With overall ease of using the product? Very Satisfied Somewhat Satisfied Neither Satisfied Nor Dissatisfied Somewhat Dissatisfied Very Dissatisfied

C4_1. Based on your usage of the <Brand Sub Category Category>, please rate your level of satisfaction with the following usability aspects: (6 Individual row wise Dropdowns, Rotate
Row Labels)

Easy to understand and operate Easy-to-use menus and buttons (touch screen) Natural and comfortable to operate (screen, sound and touch) Consistent in using icons, graphics and other display designs Easy-to-follow manual/functions The more you use, the easier it becomes

Very Satisfied Somewhat Satisfied Neither Satisfied Nor Dissatisfied Somewhat Dissatisfied Very Dissatisfied

C5. Which of the following descriptions on appearance is most satisfactory? (Dropdown) Easy to understand and operate Easy-to-use menus and buttons (touch screen) Natural and comfortable to operate (screen, sound and touch) Consistent in using icons, graphics and other display designs Easy-to-follow manual/functions The more you use, the easier it becomes
SBD: DELETE About your emotional attachment with the <Brand Sub Category Category>

C7. Based on your usage of the <Brand Sub Category Category> during last one year at an overall level how satisfied are you: (Dropdown)

With overall emotional attachment the more I use the product, the more I get attached to it?

Very Satisfied Somewhat Satisfied Neither Satisfied Nor Dissatisfied Somewhat Dissatisfied Very Dissatisfied

C7_1. Based on your usage of the <Brand Sub Category Category>, please rate your level of satisfaction with the following emotional aspects: (7 Individual row wise Dropdowns,
Rotate Row Labels)

The product has its own unique style and distinctive design I show it off to my friends Luxurious design compared to its price Each items/components (like body, packaging, manual and accessories-remote control/earphone/charger) match with each other Suitable for my usage The design matches to the brand image Design that leads a new fashion/trend

Very Satisfied Somewhat Satisfied Neither Satisfied Nor Dissatisfied Somewhat Dissatisfied

Very Dissatisfied

C7_2. Based on your usage of the <Brand Category>, please rate your level of agreement with the following usage aspects: (3 Individual row wise Dropdowns for Ref/TV/WM & 2
Dropdowns for Mobile, Rotate Row Labels)

I can easily place the product in my home surroundings (Ref/TV/WM) The product matches with my walls and home dcor (Ref/TV/WM) The product suits my personality (Mobile only) The product is suitable to my usage (Common)

Strongly Agree Somewhat Agree Neither Agree Nor Disagree Somewhat Disagree Strongly Disagree

C8. Which of the following descriptions of emotional attachment is most satisfactory?


(Dropdown)

The product has its own unique style and distinctive design I show it off to my friends Luxurious design compared to its price Each items/components (like body, packaging, manual and accessoriesremote control/earphone/charger) match with each other Suitable for Indian conditions The design matches to the brand image Design that leads a new fashion/trend
SBD: REMOVE Your overall views on design aspects of the <Brand Sub Category Category> C10. Basis your usage of the <Brand Sub Category Category>, how satisfied are you: (Dropdown) With the overall appearance, ease of usage and emotional attachment

Very Satisfied Somewhat Satisfied

Neither Satisfied Nor Dissatisfied Somewhat Dissatisfied Very Dissatisfied


C11. Considering only the appearance, ease of usage and emotional attachment with the <Brand Sub Category Category>, how likely are you to buy <Brand Category> again in future, may be a different model? (Dropdown) Definitely buy the same brand Somewhat likely to buy the same brand May or may not buy the same brand Somewhat unlikely to the same brand Definitely not buy the same brand

D] Potential Purchase [REPURCHASE]


MM: We can also bring all the intenders screened from the first page (I am proposing to add) to this page directly. I am confident that that sample will provide us better quality information than asking users who are not in the purchase cycle to provide you information about their next purchase, which will get us mostly wishful thinking and not market reality.

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Your likelihood of buying a <Category> based on design aspects

D1. If you will buy a <Category> then what are the three most important aspects you will consider? (Please choose three in order of their importance) (3 Dropdowns, Randomize
Options) Most Important
Same As B11

2nd Important

3rd Important

Ask D5 series questions to only TV Users:

D4_1. What are the most interesting features of TV set to you these days? Please choose two in order of your interest. (2 Dropdowns) Most Interesting Slim screen 3D function Convenient menu/remote Picture in picture HD Ready LED TV Large screen Design of Remote control USB Port Connectivity (USB memory stick, Digital Camera, Camcorder, Laptop, etc.) Others (Please Specify) 2nd Most Interesting Slim screen 3D function Convenient menu/remote Picture in picture HD Ready LED TV Large screen Design of Remote control USB Port Connectivity (USB memory stick, Digital Camera, Camcorder, Laptop, etc.) Others (Please Specify)

Ask D6 series questions to only Mobile Users: D6_1. What are the most interesting features of mobile phone to you these days? (Please choose two in order of your interest) (2 Dropdowns) Most Interesting 2nd Most Interesting Means of battery replacement (changeable, built-in) Means of battery replacement (changeable, built-in) LCD display resolution/ definition LCD display resolution/ definition Reception quality (voice call & WiFi) Reception quality (voice call & WiFi) Slim width Slim width Large LCD screen Large LCD screen Processing speed (response speed, etc.) Processing speed (response speed, etc.) Compatibility with PC Compatibility with PC A wide range of applications A wide range of applications TV (DMB) reception TV (DMB) reception Tell us about your Next Mobile Phone: (Open D6_2 till D6_6 in a soft pop-up) Ask Only Refrigerator Users: D7_1. What are the two most interesting features of two in order of your interest) (2 Dropdowns) Most Important Feature Compact size Big storage capacity Handle shape (vertical bar, horizontal bar, no handle bar etc.) Dispenser on door (for water, ice) Different temperature setting by separate space Energy Efficiency Color/pattern that stands out from the surrounding

refrigerator to you these days? (Please choose 2nd Most Important Feature Compact size Big storage capacity Handle shape (vertical bar, horizontal bar, no handle bar etc.) Dispenser on door (for water, ice) Different temperature setting by separate space Energy Efficiency Color/pattern that stands out from the surrounding

Tell us about your Next Refrigerator: (Open D7_2 till D7_9 in a soft pop-up)

D7_2. Which type of refrigerator would you most like to purchase the next? (Click on picture) (Pictures as options) Freezer on top Freezer on bottom Side by Side Three door/French Door Four door Built-in for modular Kitchens

MM: Current type options are wrong


D8_1. What are the most interesting features of washing machine to you these days? Please choose two in order of your interest. (2 Dropdowns) Most Interesting Conveniently designed detergent dispenser Allergy care cycle Large window of the door Washer tumble dryer combination (washer with dryer function ) Quick wash Efficient water saving Large capacity Boil wash option (hot water/Temperature control) Self drum sterilization Low noise level Pedestal drawer option Machine with adjustable wheeled trolley 2nd Most Interesting Conveniently designed detergent dispenser Allergy care cycle Large window of the door Washer tumble dryer combination (washer with dryer function ) Quick wash Efficient water saving Large capacity Boil wash option (hot water/Temperature control) Self drum sterilization Low noise level Pedestal drawer option Machine with adjustable wheeled trolley

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